Shopping is going mobile, in-store and out

The evidence that consumers are shopping via mobile and using their mobile phones in-store has been piling up for a while now. It may also hint that retailers are not doing as much as they can to effectively connect with shoppers.

The iVend report shows that consumers using mobile in-store and consumers using their mobile phones to shop while away from stores are motivated by the same dominant factor — a need to research the best price. Among survey respondents, 38.3% said they consulted their phones in-store to search for the best price for a product, and likewise 38% of those shopping via mobile phone as a standalone experience said they did so to research the best price.